Unruly’s Cat Jones and Devra Prywes discuss key themes from the panel discussion at the BOBCM book launch at DigitasLBi’s offices. For Cat and Devra, there was consensus on the panel about the future of branded marketing being based around ‘Always On’ strategies; and this being about nurturing audiences rather than shouting messages at them as brands move to having conversations with consumers rather than broadcasting to them. Consistency was another key issue raised by Cat, so that brand’s not only start to converse but do so in a consistent way so that their audience know who the brand is, what their relationship is with the brand, and it always being the same.
You can read more about what’s on the Branded Content Marketing horizon in my latest report that includes contribution from Unruly’s Sarah Wood and Barney Worfolk-Smith among many others. More recently, I interviewed Barney who is now Managing Director at Th@t Lot.